An Inspired Chat with Alena Feldt of Downtown Janesville, WI

Alena Feldt shared their story and experiences with us recently and you can find our conversation below.

Good morning Alena, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What’s more important to you—intelligence, energy, or integrity?
Intelligence. Energy can burn out(I know mine does), and integrity can be claimed by anyone, but intelligence drives the strategy, the decisions, and the creativity that make everything else work. It’s what allows you to adapt, solve problems, and keep moving forward.

I think people often misunderstand intelligence as just book smarts. In reality, there are many kinds—emotional, relational, street, creative—and each is just as important. The ability to navigate people, read situations, and adapt matters as much as any academic knowledge.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Alena Feldt, and I lead marketing and storytelling efforts for the Janesville Area Visitors and Conventions Bureau.

As Marketing Director, I am responsible for the advertising, branding, and marketing efforts for the Janesville Area Convention & Visitors Bureau, promoting Janesville, Milton, and Edgerton as destinations. I manage our advertising program, marketing projects, graphic design, and other miscellaneous areas. At the heart of what I do is connecting people—whether that’s through building strong business relationships, creating pride within a community, or finding fresh ways to share content that resonates.

The Janesville Area Convention & Visitors Bureau is unique because it blends the charm of Wisconsin’s Great Outside with the amenities of a larger city. From riverfront trails and historic districts to festivals, sports events, and group-friendly attractions, Janesville offers year-round experiences that are both accessible and welcoming. What truly sets the DMO apart is its hands-on support—working closely with local businesses, event planners, and the community to not only market the destination, but to actively build pride and partnerships that make every visit memorable. Right now, I’m especially focused on leveraging data and analytics to make sure every investment of time has a real impact. It’s exciting to see how smart insights can shape stronger stories and stronger connections.

What I love most about the industry is the mix of creativity and strategy—it’s never just about making things look good, but about making them work too. What makes our work unique is the blend of strategy and creativity: we don’t just promote, we measure, learn, and adapt. My favorite part of the job is getting to tell Janesville’s story in a way that resonates with both visitors and locals. It’s incredibly rewarding to show the charm and experiences of Janesville in a way that feels true to the community.

Amazing, so let’s take a moment to go back in time. What part of you has served its purpose and must now be released?
The part of me that feels like I need to do everything myself. It’s served me in building discipline and grit, but holding onto it keeps me from leaning on others, collaborating fully, and letting new ideas in. Releasing that gives me more space for growth, creativity, and balance.

I’m lucky to work with incredible coworkers who are talented, creative, and endlessly supportive—people I can truly rely on. My coworkers have amazing perspectives and knowledge, and asking for their input not only broadens my own understanding but also helps everything come together cohesively on the marketing front. Learning to collaborate allows us to function as one well-oiled machine rather than separate entities.

What fear has held you back the most in your life?
The fear of not doing enough—or not doing it perfectly. It’s pushed me to work hard, but it’s also held me back from taking risks or celebrating progress along the way. The fear of failure, not being good enough, or looking “uncool” held me back from things growing up that I inevitably have circled back to. But I could have just been enjoying myself the entire time. Learning to let go of that pressure is still a work in progress, but it’s where real growth happens.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a cultural value you protect at all costs?
Family is at the heart of Hispanic culture, and for me, it’s the people who always have your best interest at heart. They’ve grown up with you, seen all your phases, and know you as a whole—a built-in support system. My siblings aren’t just family; they’re friends I can always lean on, and I would protect and fight for them at all costs. Family is about showing up, doing inconveniences for each other, and creating bonds that go beyond blood. In my world, even close friends become family—second cousins can feel like siblings, cousins can feel like uncles. Family is chosen, expansive, and sacred, and it’s a value I carry in everything I do. I care the most about their opinions, and know that succeed or fail they have my back.

Okay, we’ve made it essentially to the end. One last question before you go. What do you think people will most misunderstand about your legacy?
I think people might misunderstand my legacy as being about the tangible results—projects completed, campaigns launched, or milestones hit. But what I hope really endures is the care I put into the relationships, the trust I built, and the people I helped grow along the way. That kind of impact isn’t always visible, but it shapes everything that lasts.

Don’t get me wrong, I LOVE looking back at projects and feeling accomplished. But people don’t remember words and experiences as much as they remember how something or someone made them FEEL. I want people to feel that I care, and that they can be themselves — and that there is a difference between nice and kind. I try to be both, but if I had to choose one, I would choose kind every time.

Contact Info:

Image Credits
Kim Hoholek and Full Spectrum Photography

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